Digestive health is no longer just about treating discomfort—it’s about supporting overall wellness. Irish pharmacies are uniquely positioned to lead this transformation, offering trusted advice, curated product ranges, and a personalised approach to gut health. With the right strategies, the category is poised for continued growth and innovation.

Once considered a niche area, digestive health is now a cornerstone of over-the-counter (OTC) healthcare, reflecting broader global trends in wellness, gut health, and preventative care. The digestive system is a complex network that processes food from the moment it enters the mouth until it is absorbed or eliminated. It begins with mechanical and chemical breakdown in the mouth, continues through the stomach and small intestine where nutrients are absorbed, and ends with the elimination of waste. This intricate system is essential to our overall health—and when it’s not functioning well, we feel it.

A Category Built on Trust and Stability

The Digestive Health category remains a core part of the OTC offering in pharmacy. While there have been few new product launches in recent years, the category is well-supported by advertising, with major campaigns running throughout the year. Established brands such as Nexium, Dulcolax, Senokot, Imodium, Gaviscon, and Arret continue to dominate, with no supply issues reported in 2025.

Nexium remains the category leader in heartburn relief, with strong brand loyalty despite the availability of generics. Gaviscon continues to perform well with its unique liquid format, and Rennie has recently introduce a new chewing gum formulation for indigestion. Motilium, a pharmacist-only medicine, is also seeing growth, highlighting the importance of pharmacist advice in the responsible sale of restricted products.

New Entrants and Natural Solutions

The most recent addition to the category is the Fybocalm range—a natural line of products targeting wind, bloating, constipation, and diarrhoea. This reflects a growing consumer interest in natural remedies, especially among those seeking gentler, holistic approaches to digestive wellness.

Growth Driven by Lifestyle and Demographics

Despite limited innovation, the category is experiencing strong month-on-month growth. Several factors are contributing:

• Busy lifestyles and low unemployment have led to increased consumption of takeaways and convenience foods.

• An ageing population is more susceptible to digestive issues.

• Seasonal tummy bugs and general illnesses continue to drive demand.

Increased physical activity has led to a surge in demand for rehydration products, particularly among runners and gym-goers. Brands like Aya have responded by expanding their flavour ranges to meet this demand.

The Rise of the Informed Consumer

Pharmacists are seeing a shift in patient behaviour. While many still seek symptom relief, there is a growing number of well-educated proactive consumers who are deeply interested in gut health, the microbiome, and preventative care. These patients are asking about probiotics, prebiotics, and lifestyle changes to support long-term digestive wellness.

Gut Health and the Microbiome: A New Frontier

The gut microbiome—a community of trillions of bacteria, viruses, and fungi—plays a vital role in digestion, immunity, and even mental health. Up to 70% of the immune system resides in the gut, and the gut-brain axis is now recognised as a key player in emotional and cognitive health.

An imbalance in gut bacteria can lead to symptoms such as:

• Bloating

• Wind

• Diarrhoea

• Constipation

• Abdominal pain

• Emerging research also links gut imbalances to mental health conditions like depression and anxiety.

• Pharmacists can empower patients with practical, evidence-based advice to maintain a healthy gut:

• Eat a balanced, fibre-rich diet (fruits, vegetables, whole grains)

• Consume fermented foods (yogurt, kefir, sauerkraut, kimchi)

• Stay hydrated

• Manage stress through mindfulness, yoga, or breathing exercises

• Get adequate sleep (7–9 hours per night)

• Exercise regularly

• Limit processed foods and sugar

• Use antibiotics responsibly and consider probiotics during or after treatment

Probiotics vs Prebiotics: What’s the Difference?

Probiotics are live microorganisms that, when consumed in adequate amounts, provide health benefits. They help restore the balance of good bacteria, support the immune system, and reduce inflammation.

Prebiotics are non-digestible fibres that feed beneficial bacteria in the gut, helping them thrive.

Together, they form a powerful duo for maintaining gut health.

The Pharmacist’s Role: Trusted Advisor and Educator Pharmacists are uniquely positioned to:

• Guide patients in selecting appropriate OTC products

• Provide lifestyle and dietary advice

• Counsel on the safe use of restricted medicines

• Educate on the benefits of probiotics and gut health

• Empower patients to selfmanage chronic conditions like IBS

• IBS patients, in particular, are often highly informed and benefit from pharmacist support in balancing medication with lifestyle strategies.

• Digestive health is no longer just about treating symptoms— it’s about supporting overall wellness. As the category continues to grow, pharmacists are at the forefront, offering trusted advice, guiding product selection, and helping patients navigate the evolving landscape of gut health. Whether it’s recommending a tried-andtrue remedy or introducing a natural alternative like Fybocalm, pharmacists play a vital role in helping patients feel their best from the inside out.

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